Factors that Contribute towards Sports Footwear Satisfaction in South Africa
The sports footwear sector is a lucrative market, particularly among Generation Y consumers. The aim of this research is to determine the factors that influence the customer satisfaction level of sports footwear brands among South African Generation Y. The study used a quantitative research method a...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Sprint Investify
2022-12-01
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| Series: | Expert Journal of Business and Management |
| Subjects: | |
| Online Access: | https://business.expertjournals.com/23446781-1012/ |
| _version_ | 1797955550247387136 |
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| author | Nkosinamandla Erasmus SHEZI Ephrem Habtemichael REDDA |
| author_facet | Nkosinamandla Erasmus SHEZI Ephrem Habtemichael REDDA |
| author_sort | Nkosinamandla Erasmus SHEZI |
| collection | DOAJ |
| description | The sports footwear sector is a lucrative market, particularly among Generation Y consumers. The aim of this research is to determine the factors that influence the customer satisfaction level of sports footwear brands among South African Generation Y. The study used a quantitative research method and followed a descriptive research design. Six of the nine independent variables, namely brand association, perceived quality, style, comfort, brand name and price, were found to have a statistically significant impact on Generation Y consumers’ satisfaction levels with sports footwear brands, while three of the nine variables, namely brand image, colour and endorsement, produced an insignificant impact on customer satisfaction levels of the same age cohort. Marketers of the sports footwear brands that were not identified as favourite brands in the study are advised to evaluate their marketing strategies and manufacturing processes. Those sports brands identified as favoured brands by Generation Y customers are also encouraged to evaluate factors that were found insignificant in influencing customer satisfaction among Generation Y cohorts. |
| first_indexed | 2024-04-10T23:34:55Z |
| format | Article |
| id | doaj.art-5fe951a29c454bd3be86a8350178bf07 |
| institution | Directory Open Access Journal |
| issn | 2344-6781 |
| language | English |
| last_indexed | 2024-04-10T23:34:55Z |
| publishDate | 2022-12-01 |
| publisher | Sprint Investify |
| record_format | Article |
| series | Expert Journal of Business and Management |
| spelling | doaj.art-5fe951a29c454bd3be86a8350178bf072023-01-11T22:52:05ZengSprint InvestifyExpert Journal of Business and Management2344-67812022-12-01102129139Factors that Contribute towards Sports Footwear Satisfaction in South AfricaNkosinamandla Erasmus SHEZI0https://orcid.org/0000-0003-3070-8969Ephrem Habtemichael REDDA1https://orcid.org/0000-0002-0233-1968University of South Africa, South AfricaUniversity of South Africa, South AfricaThe sports footwear sector is a lucrative market, particularly among Generation Y consumers. The aim of this research is to determine the factors that influence the customer satisfaction level of sports footwear brands among South African Generation Y. The study used a quantitative research method and followed a descriptive research design. Six of the nine independent variables, namely brand association, perceived quality, style, comfort, brand name and price, were found to have a statistically significant impact on Generation Y consumers’ satisfaction levels with sports footwear brands, while three of the nine variables, namely brand image, colour and endorsement, produced an insignificant impact on customer satisfaction levels of the same age cohort. Marketers of the sports footwear brands that were not identified as favourite brands in the study are advised to evaluate their marketing strategies and manufacturing processes. Those sports brands identified as favoured brands by Generation Y customers are also encouraged to evaluate factors that were found insignificant in influencing customer satisfaction among Generation Y cohorts.https://business.expertjournals.com/23446781-1012/customer satisfactionsports footweargenerational cohortsouth africa |
| spellingShingle | Nkosinamandla Erasmus SHEZI Ephrem Habtemichael REDDA Factors that Contribute towards Sports Footwear Satisfaction in South Africa Expert Journal of Business and Management customer satisfaction sports footwear generational cohort south africa |
| title | Factors that Contribute towards Sports Footwear Satisfaction in South Africa |
| title_full | Factors that Contribute towards Sports Footwear Satisfaction in South Africa |
| title_fullStr | Factors that Contribute towards Sports Footwear Satisfaction in South Africa |
| title_full_unstemmed | Factors that Contribute towards Sports Footwear Satisfaction in South Africa |
| title_short | Factors that Contribute towards Sports Footwear Satisfaction in South Africa |
| title_sort | factors that contribute towards sports footwear satisfaction in south africa |
| topic | customer satisfaction sports footwear generational cohort south africa |
| url | https://business.expertjournals.com/23446781-1012/ |
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